When your brand is developed it needs to be properly managed. Without a strategy for leading/managing your brand you won't be able to achieve its full potential. One of the most important elements that can help you to manage your brand is a "brand guideline document", where many elements should be considered and described, such as: the graphic identity, positioning, taglines, typography, colour, tone of voice, imagery style, use in other media and internal and external communication.

Very important is an application of consistency in leading your brand whether through imagery, behaviour or words. Make sure that you start leading your brand internally and that all employees have a clear understanding of what your brand is, where is it going and what is expected of them in order to create a consistent brand extension. Then you can start communicating your brand with the external environment through various, but appropriate to what you do media and manage it carefully and with consistent, coherent, congruent behaviour.